A Website vs. A Facebook Page
A strong digital presence has never been more important as a greater number of people research and make their purchases online. An easy to use and visually stimulating website has become a crucial element of every successful business, large or small. Although you might be tempted to let a Facebook business page play the role of a website, don’t be fooled by the comparisons. A Facebook page does not offer the same benefits or have the same capabilities as a website. Facebook limits the presentation of your business and does not allow potential customers to see the bigger picture of who you are and what you have to offer. Here are a few things to consider when comparing the two to make an informed decision.
1. Design, design, design - A well-designed website is something you do not want to leave to chance. A landing page should communicate a “wow factor” and that can only be done through stellar design. Just like a brick and mortar storefront, a website not only displays your merchandise or services but tells the world who you are and what you are about. Give your customers a reason to come in and take a look around. A Facebook business page is very limited when it comes to creative design principles. Facebook's standard blue and gray background makes it difficult for your page to stand out from thousands of other business pages.
2. Make it easy for your customer - Let’s face it; a Facebook page cannot only be confusing but cumbersome to navigate as well. With a website, you can immediately catch the attention of your prospective customer without distractions such as ads, notifications, and other pop-ups. Make it easy for your customers to find exactly what they are looking for when they are ready to buy.
3. Get taken seriously - A website establishes a level of professionalism that cannot be achieved with just a Facebook page. A well built and maintained website that is easy to navigate speaks volumes about how a company conducts business. Anyone can set up a Facebook page, but an established website communicates a company’s dedication and confidence in its products or services. A company that cares about its online image raises credibility in the public eye. Consumers want to know they are doing business with a company they can trust.
4. Get your SEO on - When people look for something on the internet, the first thing they do is type in what they are looking for in the search bar. In a nutshell, Search Engine Optimization (SEO) takes those words that are typed in the search bar and matches them to websites that contain those same words. The matchup of those keywords helps bring your website to the forefront of search results. The higher you are on the list of results, the quicker people will see a link to your website. The odds of a Facebook business page ranking before a website in a Google search result is low.ebsites have opportunities to build links to different pages which adds more credibility to the business. Websites are designed to have multiple pages about the various products and services you sell. You can't build deep product pages on Facebook to show the uniqueness and benefits of your products. These attributes give websites the advantage when it comes to being found on major internet search engines such as Google, Bing, and Yahoo. A website will perform better in local search results too. This is when a user on Google Maps searches "restaurants near me."
5. Get to the point - A website is a direct link to your business. You can present and design the content according to how you want to catch your customers’ attention. Whether it be through a photograph, a story, or a video when customers land on your site, all eyes are on you and it’s your time to shine. Show them why you are the best at what you do and give them content they can use such as product reviews and information. Time is a valuable commodity and your customers will appreciate the fact that you are not wasting theirs.
6. Analytics - The majority of websites run free software called Google Analytics. This analytical software is robust and gives you a detailed picture of how your website traffic behaves, where it comes from and the content your visitors are reading. A Facebook page simply can't do the same. Facebook analytics are constantly evolving, and Facebook has a vested interest to make your traffic look good. Because the better the analytics look, the more likely you are to spend advertising money on the platform. Google doesn't have that that monetary incentive.
7. Own it Through a website, you have 100% ownership. You don’t have to worry about someone else changing the rules or any other third party restrictions. And yes, this does happen. Facebook has the ultimate say on the content of your page and can even claim ownership of photos. Remember, when you are using a service for free, the service is using your data as their compensation. Also, with a Facebook page, there is no control over what ads might pop up on your page, including ads from your competitors which have the potential to lure your customers away.
Now, with all this said, a Facebook business page can be a valuable asset to your business and is a great tool. Use it as part of your online strategy to communicate with your customers and to drive traffic to your website but don’t rely on it solely for your online presence. It’s a competitive world out there and the rivalry is fierce between other businesses offering similar products. Stand out and rise above the competition, your company depends on it. There is no substitution for a great website in helping your business get noticed.